When Taylor Swift began dating NFL player Travis Kelce, sports betting saw a surge in interest, particularly among women. Swift's presence at Chiefs games generated significant brand value for the team and the NFL, boosting viewership and merchandise sales. This led to a flood of Taylor Swift-themed prop bets and social media promotions, attracting new audiences to the sports betting industry. However, as the relationship settled into a less headline-grabbing routine and other news dominated the public's attention, the Taylor Swift effect appears to have diminished.
When Taylor Swift started dating Travis Kelce of the Kansas City Chiefs in September 2023, sports betting fans were less than enthused. Robert Cooper, BetOnline.ag sportsbook director, remembers the reaction from pitching early Swift-themed prop bets, novelty wagers that don’t affect a game’s outcome or take place outside the game entirely, to football media. “Don't send me this S-H-I-T,” he recalls them saying. “Send me football top 10 and that's it.
But even early in the year, despite Kelce still attracting strong wagers, the outsized Swift effect seemed to have worn off. FanDuel noted that in two early games, neither attended by Swift, teammates of Kelce’s garnered similar betting levels to him. This month, a FanDuel spokesperson told WIRED that interest in betting on Kelce “has leveled out to be in line with the other playmakers on the Chiefs.
Entertainment Business SPORTS BETTING TAYLOR SWIFT NFL BRAND VALUE FAN ENGAGEMENT PROPS BETS
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